- Obonetse Fulu1, Ediri, Emmanuel Agada2
- 1Department of Business Administration, Africa Research University, Zambia, 2Federal Polytechnic Ohodo, Enugu State, Nigeria
The study seeks to explore the effect of micro-content
marketing on customer growth. The objective of the study was to determine the
effect of micro-content marketing on customer growth. The study employed a
deductive research philosophy and conducted quantitative research where the
data for the study was collected through the survey approach and analyzed via a
regression approach. The findings of the study were that micro content use did
not significantly impact customer growth in a business. However, social media
marketing significantly increased customer growth compared to other marketing
methods. The study also found that having a higher number of employees
increased customer growth, while higher education levels reduced it. The lack
of a significant association between micro-content and customer growth suggests
that factors like product quality, customer engagement strategies, and overall
brand reputation play a more significant role in fostering customer growth. The
study emphasizes the importance of a holistic approach to marketing, focusing
on product quality, customer service, and engaging marketing techniques beyond
content format. Social media platforms can help businesses engage with their
target audience, establish connections, and increase brand loyalty.
Understanding these factors helps businesses customize their marketing
strategies and customer service operations to cater to various client
categories, promoting long-term sustainable growth.
Keywords: Social Media, Micro content, Customer growth,
